Net loss was $3.2 million compared with a net loss of $2.6 million in the first quarter of 2010. The net loss included $2.2 million in acquisition-related expenses, the retailer says.

Sales from over-the-counter merchandise increased year over year 15.6% to $107.5 million from $93.0 million.

Vision-related revenue increased 17.3% to $21.0 million from $17.9 million in the first quarter of 2010.

Total orders, excluding orders from other businesses, grew to 1.8 million.

The average over-the-counter order was $65.

“With our continued investment in our marketing initiatives, we acquired approximately 540,000 new customers this quarter, up 13% over the first quarter of 2010,” says CEO Dawn Lepore. “During the quarter, we made strategic progress on a number of fronts including implementing our new site navigation, launching three branded sites for Luxottica and signing an agreement with GSI Commerce for our West Coast distribution center capability.”